Planar IBU Case Study

Overview:
Planar Systems is a worldwide leader in flat panel LCD and plasma display solutions. Planar’s Embedded Display technology targets companies with challenging display needs, such as monitors able to withstand large temperature ranges, rugged displays and in-store kiosks. Planar Embedded had been running PPC advertising only on Google’s search network where aggressive competition and expensive CPC’s led to high costs per conversion. Anvil recommended testing display advertising on Google’s content network to target new audiences at a lower cost.

Objective:
Decrease average cost per conversion while continuing to drive qualified leads for Planar’s custom display products.

Challenge:
Planar needed to target a variety of different industries with similar products. Messaging had to be appropriate for each audience as well as ensuring ads were being displayed on appropriate and relevant sites to keep the campaigns cost effective.

Strategy:
Anvil and Planar worked together to determine which industries had the greatest potential for targeting. Unique AdGroups were created for each industry that matched sites relevant to the target market as well as customized banner ads for each market. Custom landing pages were also used to match the messaging conveyed in each industry’s display advertising.

Results:
In the six months that display ads have been in rotation, Planar Embedded has doubled the total number of pay per click traffic to the site as well twice the number of conversions for half the media spend of traditional search advertising of the same products. Cost per click for display advertising has been 63% less than search, with a 46% decrease in cost per conversion.  

URL:
Embedded Display Systems